Critical Reflection on Societal Themes

Academic year: 2015 - 2016

Course: Introduction to marketing

Teacher: C. Denivel

Assignment: Critical Reflection on Societal Themes

Name: Signature:

1)Vlada Kuznetcova

2)

3)

4)

5)

Date: November 7, 2015

By signing this document you declare to:

· be the original author(s) of the attached document

· agree with the content of the attached document

Introduction to Marketing

Assignment 3

Critical Reflection on Societal Themes

During my work on Assignment 3 on Critical Reflection on Societal Themes I had to watch two different movies: The Joneses and The Light Bulb of Conspiracy, try to analyse the societal issues that are raised in the movies based on the following given questions. Eventually, after watching the movies I have figured out that both of them are linked to the complex topic of Marketing, including global social controversies that bother minds of many people in the past and nowadays in the modern world. Even though the films are set in completely different genres they do have some similar problems that face people around the world which I definitely find very interesting and motivational to think about and analyze what is happening around us.

Theme 1 : Marketing & sociology

1. What does the expression ‘Keeping up with the Joneses’ mean? Illustrate with examples from the movie.

According to the movie that I have watched, ‘Keeping up with the Joneses’, in brief means the feeling of competition of people. It is also can be described as people who are trying to get as much as possible to be at the top of the pyramid of success, using their material status and various efforts to try to be the best in their surrounding society. Moreover, the definition of this idiom is the passionate striving for something to catch up with the people, which can sometimes be caused by the sense of jealousy and envy as well as the lack of personal wealth, happiness or welfare. All in all, ‘Keeping up with the Joneses’ is the influence of wealthier people on less wealthy social group which potentially might lead to conformation and people’s aspiration to achieve more.

For instance, in the movie we can see two quite rich families Symonds and Jones. Symonds seemed to be very happy, sufficient and simply normal average family, but after the new neighbors moved in it all had changed. They met the perfect family at first sight. Joneses had children, lots of money, success in life etc. They became a true role model for Symonds. They were trying to follow everything what Joneses did, spending money on what they did not actually need. It was caused by the feeling jealousy and striving to reach so-called ‘perfection’. In fact Symonds could not afford everything that Joneses had but still they wanted to be like them or even better. As far as I am concerned, that is exactly what ‘Keep up with Joneses’ is.

2. To which social class does ‘the Jones family’ belong? Why? Try to make a profile of them.

Apparently, Joneses, the main characters of the movie, belong to the upper-middle class US family. The family seems to have very high income and welfare. They do create an image of very successful and wealthy people it is quite obvious looking at their house, car, and the way they all dressed up in the latest fashion brand clothes, thus all their expensive property in general.

Kate is the mother of the family, as she is the boss of their team, too. She looks like the perfect wife; in love with her husband, taking care and bringing up her two teenage children, doing all the things that any woman would be jealous of like: spa, salons and yoga classes. Every housewife in the neighborhood wants to look and dress up like her. She represents the way the ‘perfect’ wife should be like.

Steve is the husband; he is not less perfect than his wife. He owns extremely expensive cars and a member of the prestigious golf club. He indeed looks like successful and handsome man, a true wannabe for other men.

The children of Kate and Steve are the popular American teenagers who are always in the company of the coolest girls and boys in the center of the attention. Jenn is the School Queen, with trendy lifestyle and high self-esteem. She attracts everyone with her charming appearance and charisma. Mick is the cool sociable party guy. He does attract the attention of everyone else with his new devices.

Overall, I can be certain about the fact that the Joneses are an example of the ‘perfection’ in all aspects. By that I mean as it seems at the first sight they have almost everything: money, love, peace and wonderful family relationship as it supposed to be, with no quarrelling and misunderstandings. Everyone wants to have such family but it is impossible to live a life without imperfections.

3. The ideal family in the advertising world exists of: father, mother, son and younger daughter (with girlfriend/boyfriend – not gay). Look for 2 campaigns that confirm this. Also look for 2 campaigns that play on the new composition of families (patch work families, one parent families) and the new role patterns within families.

Unfortunately, almost every family-centric advertisement shows us how the perfect family should be. From one point it is good to demonstrate an example of fullness and happiness to people to strive for, but at the same time it is obvious that is not how real life often works there are many uncomplete or not traditional families which just cannot change it and live with how it is.

For example, MasterCard campaign that was created as a traditional family Christmas picture, it can confirm that many campaigns are based on the image of the ideal family. As it is seen in this advertisement; all the family members are happy and loving, they show their emotions quite openly.

The second campaign that I chose as an example is a beautiful shot made by fashion brand Dolce & Gabbana. In it they are obviously showing even bigger extended family. There are many family members; boyfriends and girlfriends, mothers and their children. It all looks normal for us because that is how we got used to perceive an ideal family. It might be a stereotype for many people and it may be too narrow-minded to show ‘perfection’ in such way. I would say that there are many happy unusual families too. You cannot measure anyone’s happiness; family is all about genuine love, mutual share and care.

There are some campaigns starring unusual families, but not too much. As an example I used American Honey Maid ad. Probably, for many people it does not look normal at all. They also have their natural happy faces as families in previous campaigns have but we perceive it in a totally different way. I guess it is in our genes to have such an image of the perfect family from the old times. It was built not only by the way of our education but also by the impact of mass media sources.

I could hardly find any campaigns illustrating uncomplete or any other extraordinary families. This one advertising is beautifully done. It looks pretty normal and not immoral. But if this couple would advertise family summer vacation or new orange juice it would not be that attractive and ‘perfect’ to our minds.

Family-centric campaigns are utilizing common values and notions associated with families as a way to connect with viewers on a much more emotional and heartfelt level.

In a normal life every family is different and unique in its own way, there are certain common aspects related to living with family members that most people will be able to identify with. These ad campaigns are able to tap into a more touching and sentimental side that viewers can easily relate to. But it is hard for us to change the image of perfection to another. All in all, the family campaigns have an influence of consumers. It is great way to connect with a viewer's emotional sides, these campaigns will certainly attract one's attention.

4. In the movie ‘The Joneses’ the following is stated: ‘We are what we have!’ Do you agree or not? Why? Link this with the concept of people’s views on themselves and others.

In the modern world many people find their happiness in what they possess. Of course, it is important to have a high level of life and welfare and surely you need money to create that. But there are more significant things in our lives too. This issue of material values and feelings is always on. It bothers almost anyone at the certain period of life. Owning something is a very good achievement in life. But I guess it is not what characterizes the personality. You can buy anything but you cannot pay for your personal sides of character and feelings which are peculiar to any human-being. It is in human nature to compete with others. But isn’t it pointless to chase others the whole life? I suppose people too dependent on opinions of others and that what makes all of us too concerned about their possessions and passionate for competitions.

5. ‘You can buy any product, you want!’ is stated in the movie ‘The Joneses’. Do you agree or not? Why?

Considering the fact that we now live in the world of high possibilities and well developed economic, I would guess that you are able to buy anything. But it all depends only on your own self, motivation and enthusiasm which help us to achieve the set goals. If you have your target or a dream you can reach it but through hard-working process, for example starting from getting your educational degree and then applying for a job and moving up on the career ladder. It is all about the development, from my point of view. Of course, there are always some people who are luckier or more successful but if you are self-determined you are capable of almost anything, including buying products that you desire.

6. Comment on the following: “If happiness was dependent on our consumption level, we’d be 100% content, we consume 26x than in Marx’s time, but we are not 20x happier…” (‘The light bulb conspiracy’)

With the progress of the economics our whole way of thinking has cardinally changed. Now we need a lot more to satisfy our needs and wants. Nowadays people are getting more and more dependent and concerned about goods that they use. We are facing such situation because of the expansion of the market in general. There is the whole diversity of products presented on the shelves and every 3 minutes in the world one product is created (‘The light bulb of conspiracy’). In Marx’s time the progress was on, the society was aspired to become more progressive they tend to make breakthroughs and develop the market, apparently the people of that time where more determined and interested, and consequently happier. But in fact, we did not become happier with this fullness and variety. I believe that is because we are getting used to the things around us, there is almost nothing that could surprise us anymore. The society is dominated by growth in economy whose logic is not creating because we need things just for the sake of it. We have got more essential products that surround us and there are even more to come into our basic everyday life. The modern people are high-fed, we are living in well-equipped and developed society. Bur there is a lack of innovations that could make us happier because we already have almost everything for comfortable life on this planet.

Date: 2015-12-17; view: 616